Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #5161: Uncle Ned Says: Free State Bock Beer

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Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Sunday’s ad is for Free State Bock Beer, which was published on January 4, 1940. This ad was for the Free State Brewery Corp. of Baltimore, Maryland, which was originally founded in 1900 by Frederick Bauerschmidt, but was known as Free State after Prohibition ended until 1950. This ad ran in The Evening Sun, of Baltimore, Maryland.

Beer In Ads #5160: Insist On The Very Best! Stegmaier Bock Beer

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Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Saturday’s ad is for Stegmaier Bock Beer, which was published on January 3, 1969. This ad was for the Stegmaier Brewing Co. of Wilkes-Barre, Pennsylvania, which was originally founded in 1857. This ad ran in The Scranton Times, of Scranton, Pennsylvania. I love that their tagline is “Truly Brewed,” whatever that means.

Beer In Ads #5158: It’s A Grand Cold Weather Beer

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Last year I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Thursday’s holiday ad is for National Bohemian Bock Beer, which was published on January 1, 1942. This ad was for the National Brewing Co. of Baltimore, Maryland, which was originally founded in 1885. This ad ran in The Montgomery County Sentinel, in Maryland. I love the somewhat inscrutable tagline at the bottom: “The most expensive popular priced bottle of bock beer your dealer can buy.”

Beer In Ads #5157: Bock Thillier

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Last year I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Tuesday’s poster is for Bock Thillier, which was created in 1926, exactly one hundred years ago. This poster was for the Brasserie P. Thillier of Fruges, a french commune located in the department of Pas-de-calais in region Hauts-de-france, which is in Northern France, which was originally founded in 1881 by Paul Thillier’s mother, and he took over the brewery and modernized it beginning in 1908. I’m not sure who the artist was who created it, though it was printed by Bachollet Editions.

Beer In Ads #5156: Straub Bock Beer

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Last year I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Tuesday’s poster is for Straub Bock Beer, which was created around 1940. This poster was for the Straub Brewery of St. Mary’s, Pennsylvania, which was originally founded in 1872. I’m not sure who the artist was who created it.

Beer In Ads #5155: Bock Beer Festival Parade

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Last year I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Monday’s poster is for Bock Beer, which was created probably in the mid-1800s. The title of the oil sketch is “Bockbierfestzug” or “Bock Beer Festival Parade.” The artist was Anton Muttenthaler, who was originally born in Höchstädt an der Donau (Höchstädt on the Danube) in 1820 and died in Leipzig in 1870. The work is in the Munich City Museum.

Beer In Ads #5154: Springtime Is Bock Beer Time

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Last year I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Sunday’s ad is for Bock Beer, which was first published in February of 1950. This ad was part of the Beer Associations’ “Beer Belongs” and “Home Life in Americ” series that ran from the 1940s into the early 1960s. This one was an inset piece that was part of Ad No. 39, entitled “Impromptu Concert, by John Gannam.

Beer In Ads #5153: Lithia Christmas Bock

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Last year I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Saturday’s holiday ad is for Lithia Bock Beer, which was published on December 27, 1935. This ad was for the West Bend Lithia Brewing Co. of West Bend, Wisconsin, which was originally founded in 1856 by Christopher Eckstein. It was known as the West Bend Lithuia Brewing Co. from 1911-1920, and then the West Bend Lithia Co. from 1920 until closing in 1972. This ad ran in The West Bend News, covering Northwest Ohio and Northeast Indiana.

Beer In Ads #5151: Old Reading Bock Beer

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Last year I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Thursday’s holiday ad is for Old Reading Bock Beer, which was published on December 25, 1934. This ad was for the Reading Brewing Co. of Reading, Pennsylvania, which was originally founded in 1866, and closed when I was in high school. This ad ran in The Reading Times, which was my hometown newspaper growing up, also from Reading, Pennsylvania.

Beer In Ads #5150: Santa’s Gem Bock Beer

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Last year I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Wednesday’s ad is for Gem Bock Beer, which was published on December 24, 1950. This ad was for the Walter Bros. Brewing Co. of Menasha, Wisconsin, which was originally founded as the Island City Brewery in 1860. It became known as Walter Bros. in 1933 after prohibition, although the brothers had been involved in the brewery since 1888. This ad ran in The Green Bay Press Gazette, from Green Bay, Wisconsin.